Read chapter 5 of the textbook and answer application question 6. Develop your own blueprint for this task. The diagram is not included in the word count. Harvard referencing required. 1. Select a familiar service organisation and construct what you believe to be a flowchart or blueprint representative of its service operations system. 2. What do you think are its ‘moments of truth’—that is, the critical points in the service delivery process that are likely to have a significant bearing on customers’ perceptions and sense of satisfaction? 3. Why are these likely to be critical points? How would you go about managing these?
Trang 1Rolina Aboeid 20130536
Learning Portfolio Task 3
Read chapter 5 of the textbook and answer application question 6 Develop your own blueprint for this task The diagram is not included in the word count Harvard referencing required.
1 Select a familiar service organisation and construct what you believe to be a flowchart or blueprint representative of its service operations system
2 What do you think are its ‘moments of truth’—that is, the critical points in the service delivery process that are likely to have a significant bearing on customers’ perceptions and sense of satisfaction?
3 Why are these likely to be critical points? How would you go about managing these?
Blueprint for a Nail Salon Service
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Trang 2Rolina Aboeid 20130536
The critical points in the service delivery process is somewhat relative to each individual customer Some may put heavy emphasis on cleanliness, some may seek excellent customer service and some customers may have their focus on whether the website is user-friendly or not It all depends on the customer’s specific wants and needs that then determines whether they will be satisfied
That is why it is imperative to identify and study the customer or customer segment and plan the service accordingly Generally speaking, for the example above, the main critical points or ‘Moments
of truth’ for a typical customer in a nail salon would be––the quality of customer service, the cleanliness of the salon, and finally the most important the quality of the service itself or how well did the employee meet the expectations of the customer in terms of design, shape, colour and aesthetic
of the nails
These points are ‘likely to have a significant bearing on customer perception and sense of satisfaction’
(Lovelock et al 2018, p 171) because they leave the greatest lasting impressions on a customer A customer may love the work of a particular employee, however if they’d remembered the store as being very unhygienic and the concierge being quite rude, then there is a high chance they’d never return (and vice versa) If they did, then it would be loyalty towards the employee rather than the entirety of the salon, and this is something that all businesses need to avoid
To manage these critical points, the salon would need work towards minimising the service quality gaps, specifically the customer gap, and the service performance gap to ensure the customer’s expectations are being met Adding some supporting or enhancing services such as providing refreshments can be great to add extra value for customers at the salon Lastly, and most important of all, working on reliability––the most important attribute out of all service quality dimensions because reliability is what gets a customer to come back
Reference List
● Lovelock, C., Patterson, Wirtz, Armstrong, Denize, and Volkov (2018), The Service Enterprise
200915 CB, Pearson Australia, viewed 13 March 2021 Available from: Bookshelf.
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